Almost lost among the deluge of new features in the upcoming version of iOS Apple touted last week was the company's announcement about privacy. "All this great work in iOS 10 would be meaningless to us if it came at the expense of your privacy," Craig Federighi, Apple's senior vice president for software engineering, told attendees at the company's Worldwide Developers Conference in San Francisco. "We believe you should have great features and great privacy," he said.